Dentsu's print campaign for the Japan Racing Association aims to boost
attendance at racetracks, which has been declining steadily over the
past few years because of the sluggish economy. The campaign - which is
split into two parts: corporate ads and race promotions - is primarily
targeted at the younger generation who have yet to make their first trip
to a racetrack. Therefore, the use of horse-faced cartoon characters,
Dentsu claimed, would give young people a more intimate feeling about
horse-racing and entice them to go to the races once in a while.
